Smartphone growth outpacing forecasts

New research suggests that predictions of a relatively slow uptake of smartphones and tablets amongst the general population are proving to be wide of the mark.

Media agency Kinetic Worldwide has found in a new report that 45% of UK consumers already own a smartphone device, with a further 17% planning to acquire one soon.

This growth is having a particularly pronounced effect on the usage of social media sites, according to Kinetic, with the number of Facebook users logging in from their mobiles increasing from 42% in June 2010 to 50% in May 2011, mirroring growth in mobile tweets from 50% to 64% over the same period.

In the general UK population Kinetic found that Facebook penetration has now hit 65% with Twitter lagging way behind at 14% and LinkedIn registering at 6%.

Another key finding of the survey was that tablet ownership is likely to hit 15% in the near future.

Nick Mawditt, Global Director of Insight and Marketing at Kinetic Worldwide commented: “Within a relatively short space of time we expect smartphone ownership to be almost universal, particularly in major cities and amongst younger age groups. Interest in tablet computers is also clearly building.

“The speed of mobile computing growth in the UK clearly has huge implications for brands wishing to reach and engage with consumers while they are out and about.”

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